The denim market is going to require a healthy, sustained dose of fashion innovation if it’s to reverse the stagnation that stalled the business in 2010.
That is among the conclusions drawn from data released Tuesday by The NPD Group Inc., the Port Washington, N.Y.-based research firm. While overall sales of jeans for adults last year rose 0.4 percent to $13.82 billion from $13.77 billion in 2009, men’s jeans sales suffered their first decline in six years, falling 3.1 percent to $5.18 billion.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"